High demand for the all-electric Ford F-150 Lightning is leading some dealers in the US to charge customers thousands of dollars more than the list price for early delivery dates. In isolated cases, there is talk of a premium of up to $30,000.
Ford is now threatening that dealers with such sales practices could go completely empty-handed when it comes to deliveries of the F-150 Lightning this year. While carmakers generally have little influence on dealerships in the US, the threat of not delivering any Lightnings to dealers applying such practices may work simply because delivery slots will be hard to come by.
Ford had recently imposed a reservation freeze in favour of firm orders after reservations hit the 200k mark.
While production has come underway since the company does not expect to supply all of the 200,000 reservation holders before 2022. “For those who don’t receive invites for the 2022 model year, there will be an opportunity to order for future model years,” Ford added at the time.
As reported, Ford had then increased the production target to 150,000 units annually.
Prices for the Ford F-150 Lightning start from $39,974 before subsidies for the base trim. Higher ranges like the Lariat or Platinum call for as much as $67,474 and $90,874 respectively – without any extra charges at shady dealers.
As for Ford, the company views any extra charges as violating the Sales and Service agreement that every dealership has with Ford. Inside EVs quotes Ford writing that such practices were “negatively impacting customer satisfaction and damaging the Ford Motor Company brand and Dealer Body reputation”.
What is more, caution goes both ways. The letter also advises dealers to add a No-Sale Provision to all F-150 Lightning contracts to prevent customers from taking delivery of a pick-up truck and instantly reselling it for more than what they paid.
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